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The Power of Link Building – 5 Things You Should Know
by Meri Kuusi / Interaria. November 9, 2010

Search Engine Optimization is not a static process that only takes place on your website and with its code. Many clients don’t know that it is not enough just to make sure that all meta-tags are optimized, but it is at least equally important to make sure that your company’s website comes across as a valuable resource on the Web for relevant information. The more your company’s website and its text content is regarded as established with unique tone and approach, the higher the likelihood for higher ranking results. Valuable links from authoritative websites pointing to your site and mindful link building will help your company to reach higher ranking results in search engines.

Specifically, the 5 things that your company should know in the context of link building are:

1) Know the Concept of "Google Page Rank"
Google continually indexes all websites and calculates a page rank for each website on a scale of 0 to 10. The higher the page rank, the higher the regarded status as a resource in the Web. New websites typically start from a page rank 0 and then move gradually upward. Page rank 4, 5, 6 or higher is generally considered a good rank that shows that the website is recognized and has relevant network of backlinks. For the page rank 9, the website is typically an established new media source and resources such as Twitter and LinkedIn; page rank 10 is reserved for only a few well known news websites, institutional websites or websites with a significant status-quo such as White House, Google, CNN, BBC, MSNBC, Government of India...to name few.

There are many websites such as http://www.prchecker.info/ where you check your website’s page rank. In modern browsers you can also install a toolbar that automatically displays and updates search engine ranking data such page rank by each url.

2) Be a True Resource – Create Relevant Unique Content
Now that you know your company’s page rank the obvious question is how to improve it. Mindful quality link building should be taken seriously. Interestingly, your company can get best results by actually focusing on your website’s content vs. scanning through "low quality" websites for links. Ask yourself, if I was a web master of another website, would I place a link to this website? What would be the purpose of that link? What unique, relevant information or resources has been provided on this page? If you know an organization that might want to point a link to your site or specific page, you can certainly send an inquiry or request (but before asking, please check to make sure that Google considers them a valuable source).

Follow Google’s advise and focus on the quality, not quantity. As Google puts it: "The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page’s visitors" (Source: http://www.google.com/support/webmasters/bin/answer.py?answer=66356)

3) Make Linking to Your Website Easy
Integrated social media tools on your website can help to increase links to your website. For instance, letting visitors to "tweet" a link to your website, share an article, make a "like" note to their Facebook page generate links and interest. It sets an interactive tone and shows that your company cares about being a valuable resource, and wants to encourage an exchange of information and opinions. An easy way to start content sharing is integrating a blog to your website. Integrating content sharing tool bars and applications to map and share the entire content on your site requires typically services by a Web professional.

4) Be Active in Social Media
Social Media is a relatively new and exciting way to establish your website as a valuable resource. For one, social media websites generally speaking have a high Google page rank and they are practically household names. As long as your company’s social media policy follows set user guidelines and supports your company’s own brand and marketing messaging, you are good to go. Active accounts in Twitter and Facebook for instance, create you instantly valuable backlinks.

Set actively your website’s content to a social media ecosystem by sharing key articles in article resource websites such as Digg or Stumble Upon. If you have a visual portfolio you can post it to Behance.net and then interlink it with your LinkedIn page. For sharing your company’s presentations or press releases consider file sharing websites such as SlideShare.net or Box.net.

Google’s new search engine Google Caffeine indexes activity in social media in almost real time.

5) Don’t Forget Deep Linking
Diversifying links pointing to your website is like diversifying your stock portfolio. Different pages on your website typically have a different set of key words. Overall this may result to higher search ranking results and more traffic to your website. Your company can encourage deep linking with social media share tools, and by creating a unique purpose and identity for each page.

Internal deep linking will also help Google index your site better and visitors access and share needed information. In this context, it is important that each page in your website is accessible from the menu bar (no dead ends or difficult corners) and that the your company’s brand message and key information is carried through on each page, and not only left for the Home page.

Google Launches Google Caffeine
by James Shields / Interaria. October 6, 2010

Google has announced its new method to rank and search web content. Google Caffeine is an update to how Google indexes web sites and web pages for search results. In the past Google’s method of indexing web sites by sending their Googlebots out around mapping sites took time. It could take up to two weeks if not longer for new content to be indexed and appear in search results. The new Google indexing system (Google Caffeine) is intended to make the search results show more current information faster, drawn from blogs and Twitter and the rest of the social media ecosystem.

Google Caffeine also attempts to better measure the relevancy of backlinks. In the old system many old web sites with high number of links have been ranking in higher positions than more recently launched sites with current and updated information. In this age of fast media postings 24/7, and users’ needs for relevant sources and information, Google needed to make these adjustments and play catch up.

Search Engine Optimization Services

Search Engine Optimization (SEO) is a process of improving visibility of a web site or a web page in search engines via natural or un-paid search results. Interaria is committed to SEO and imroving our clients&rsquo web site rankings. Our SEO work in always fully customized to the needs and goals of our clients. Interaria’s SEO work includes both technical coding and indexing work, along with strategical and practical recommendations on developing content and link rich web sites:

Technical HTML code optimization for Search Engines
  • Adding unique Meta-tags for each page (title, description, and keywords)
  • Working to W3C validate pages where possible
  • Adding keyword descriptive text to alt tags for images used on the site
  • Optimizing Flash movies for search engines, if applicable

Active Content Growth & Link Building Strategies utilizing Social Media
  • Keyword and content rich copywriting recommendations & services
  • Recommendations on how to place backlinks to highly ranked industry related web sites
  • Utilizing social media for banklinking and creating ecosystem for links
  • Active partcipation to social media and blogging

Utilizing and Understanding Web Stats and Analytics
  • Installing Google code to each Web page so as to track visitors on a per page basis
  • Introducing the client to Web Analytics, instructing on how best to make use of it

Active Use of Google Webmaster Tools
  • Setting up of the account, verifying the Web site’s identity with Google
  • Custom coding a sitemap.xml according to Google specifications

Follow-up Strategies
  • Documenting ranking results
  • Adjusing and modifying codes accordingly
  • Further committing to content growth and link building strategis and routine

Search Engine Marketing: Google AdWords & Pay-Per-Click accounts
  • Recommending keyword phrases
  • Setting up an initial Campaign and an Ad Group
  • Documenting impressions, clicks and results
  • Teaching the client how to manage their account

Contact Austin Web Design Company Interaria at 214-909-3900 to discuss your company's SEO goals and needs. We can provide you lots of insight, and there are no obligations to move forward with us.

Frequently Asked Questions

 What can be done to make a website appear higher in Search Results rankings? 

For creating and/or making sure that you will get a Search Engine friendly website, we need to:

  1. Make sure that your website has a lot of relevant text content and keyword dense text. Don’t assume that your site will go to the top of rankings without a significant effort to create text content throughout multiple pages on your site.

  2. Make sure that your website can be viewed as an informational resource with valuable text content for the visitor. Don’t focus just on quantity but also on quality.

  3. Make sure that you saturate your text content with geographical or regional keywords to penetrate the industry competition. As an example, you are much more likely to be found as "Austin Designer Handbags" than under "Designer Handbags".

  4. Make sure that the text and keywords on your site correspond with the actual search words consumers are using in Google. To check out the popularity of search terms in your industry visit: http://www.wordtracker.com

  5. Make sure that your urls are keyword rich and that they correspond with the content.

  6. Make sure that you have a maximum number of direct links pointing to your site from other valuable sites. Note that these sites should preferably rank the same or higher than your site in Google rank. Google appreciates if you are a part of a valuable network. To check any site’s Google rank, visit http://www.seochat.com/seo-tools/pagerank-lookup

  7. Make sure that you have deep interlinks in your website.

  8. Make sure that your website doesn’t drop after the Home page, and that all your web pages withing the website can be regarderd as informational resource with unique links pointing to them.

  9. Make sure that your site has a Site Map and that all links are pointing to their correct pages.

  10. Make sure to Submit your site to http://www.google.com/addurl/ for Google indexing.

  11. Make sure that your website has metatags in place including Title, Keywords, and Description and that they correspond with the actual content in your site. In your browser window go to "View" — "View Source".

  12. Make sure that your website is part of the active social media ecosystem.

  13. Make sure that you learn how to track the number of visitors and traffic coming to your website by using your Hosting Account’s control panel or Google Analytics (or both).

  14. Make sure that you create a routine for how you track the results, how often you visit the statistics, and what numbers are most important and relevant to you.

  15. Make sure that you don’t think about just the visitor numbers but think about also the conversion rates, how many people are contacting you, and how many of the contacts turn into sales. If you have a lot of hits but very few contacts consider refining the message on your website to create more conversion. Don’t just assume that Google is the magic bullet to a successful business, if you have otherwise ignored your product development or marketing message.

  16. Make sure that you have alternative strategies to get business if your SEO ranking goes temporarily down.

 What is Web Analytics? 
Google’s Web Analytics is a free method for tracking visitor statistics. Likewise, many Web hosting packages come with a Web Stats feature that tells you from the server’s perspective who has visited your site.

 What is a Google AdWords Pay-Per-Click or PPC advertisement? 
It is a paid website advertisement in Google’s search results pages where the advertiser’s ad position and frequency of appearance are based on the set daily budget, set keywords, set geographical region and set maximum bid for each click. PPC campaign can be one of the fastest ways to create immediate exposure while "natural" search engine results may take some time.

 What is the status with Yahoo! search engine? 
Originally Google powered Yahoo!’s search engine. Then Google went solo and Yahoo! came up with their own search algorithms. WIth Yahoo!’s search engine user base drastically declining, Interaria recommends prioritizing the site optimization for Google. Also other search engines such as AOL’s search engine uses Google for their search technology: Showing up well in Google search results means your site will show up well in Google partner’s search results as well.

 What is a Google page rank? 
PageRank is a measure of 1 to 10 (10 being the highest) of the relevance Google perceives your website in the World Wide Web.

 I sometimes see websites with Google ads. What is this about? 
Some website owners choose to create additional revenue or exposure by running Google AdSense on their site. After placing the provided dynamic code onto a website, Google AdSense will display and rotate relevant ads to the owner’s website message/products/services, and when an ad is clicked, the owner of the site receives revenue.

 Can or how can Flash Media content be optimized for Search Engines? 
Yes, Flash media can be optimized for Search Engines by creating SEO friendly text that Google reads as a source for information for visitors who don’t have a Flash player installed on their desktop. As most desktops have a Flash player installed, this method is used primarly for SEO. For more information about SEO and Flash (yes, indeed it is possible), please visit the following resources:

      A modern approach to Flash SEO
      How to SEO Flash

 What tools help me to analyze the traffic coming to my website? 
Two of the most popular methods for checking on who has visited your website are Google’s Urchin software and Google’s Web Analytics.

Urchin is normally run on the Web server and is especially useful for generating reports and analyzing traffic on pages behind a firewall.

Google’s Web Analytics is a Web based website traffic recording and analysis tool — Google provides you a script to be placed on each Web page of your website and upon a visit loading the page, data is sent to and recorded by Google.

 Can owning multiple domain names help with my website’s search engine ranking results? 
Yes, potentially. Interaria offers customized domain name SEO strategies.

The SEO industry is wide with its service providers, and it can be hard to find objective information about SEO and site rankings. We recommend that you do some independent research and get to know the basic conscepts such as Web Analytics, Google Page Rank, Pay-Per-Click campaign, keyword, metatag and so on. When you know the basic concepts you will be better able to evaluate any SEO service provider. Be careful not to fall into loud "too-good-to-be-true" sounding promises or aggressive approaches about getting your site to the top of search rankings; as much as we as SEO consultants can work towards that goal, ultimately the ranking results are determined by Google, and too aggressive strategies can yield to opposite results.

Interaria Web Design Austin
Interaria Web Design Austin